Case Study: College of Western Idaho grows enrollment and brand awareness with Against

College of Western Idaho boosts enrollment 4.4% with Against

College of Western Idaho, Idaho's largest community college, faced the challenge of declining enrollment and a confidence gap among prospective students who felt unsure about their ability to succeed in higher education. The vendor Against was engaged for production, media planning, campaign development, and creative strategy to shift perceptions and prove that CWI was built for anyone ready to take the next step.

Against developed a multi-year campaign with the empowering tagline "Let's Get Started," which directly tackled student self-doubt through a unique and brave marketing approach. This included a high-impact television spot that aired during the Academy Awards and a comprehensive media buy across TV, radio, billboards, and out-of-home placements. The campaign by Against drove a 4.4% increase in enrollment for CWI against a 37% national decline and achieved a 5.0% lift in brand awareness.

College of Western Idaho